The brands that tell great stories are the brands that become inspirational and memorable. Think of Nike’s “Just Do It” campaign with Michael Jordan that led to the Air Jordan sneaker that remains a popular seller to this day.
The NBA initially banned Jordan from wearing the red and black Nike sneakers during games because only white sneakers were allowed at the time. Jordan and Nike were defiant and the shoes became a symbol of rebellion that struck a chord with many young people who couldn’t wait to get their hands on a pair.
Your brand story may not be this big or involve any celebrities but every brand has a story to tell. Here’s how to tell yours.
When marketing messages exaggerate, it loses its credibility with the audience. Customers can pick up on inauthenticity and will start to distrust your brand. To tell an authentic story, you must know your brand. Be clear on your brand’s vision, values, and what you stand for.
People relate to stories that evoke emotions. Every brand has a human story behind it. Are you a restaurant with a corporate social responsibility program that feeds hungry children? Tell the story of how that changed a child’s life. Did you start your business in the face of hardship? Personal against-the-odds stories resonate strongly with many people.
Understand your brand personas
Brand personas have become popular with marketers. Why? Because they force you to think carefully about your target audience, right down to their personality and lifestyle preferences. Armed with a clear picture of who you’re talking to, you can create the stories that best speak to those personas.
Convey your story powerfully
A good story can be short but powerful. It’s all in the storytelling. We’ve all sat around a dinner table with a great storyteller who has guests enrapt. Another person telling the same story may not hold the listener’s attention. If your small business doesn’t have the in-house skills, hiring a marketing agency can help you create more powerful brand stories.
Some people are natural storytellers. If you’re not one of those people, then let us write your brand story for you. Contact us at [email protected].